Special Market Reports Issue 73 - TICINO September 2016 Special Market Reports Issue 73 - Ticino, Switzerland RESHUFFLING PARADISE – southern Ticino” wrote Herman Hesse in 1916, “it’s HOW TICINO COPES WITH wonderfully rich and beautiful, and from the Alpine all STRUCTURAL CHANGES the way down to the Southern it’s here.” Hesse`s best- known works – written in Ticino – include “Steppenwolf”, If you wish to highlight stereotypes, one might “Siddhartha”, and “The Glass Bead Game”, each of describe the Swiss Canton of Ticino as a perfect which explores an individual’s search for authenticity, mix of Swiss quality and Italian “Dolce Vita”. self-knowledge and spirituality. That might have been Ticino has Mediterranean climate, most beautiful the reason, that the Swiss-German Nobel Prize winner for landscapes, blue lakes and the clear emerald Literature lived 40 years in this part of Switzerland. The green waters of the mountain rivers, Italian Spirit of innovation and peaceful coexistence from Monte cuisine and a trendy atmosphere. A huge amount Verità may also have inspired world leaders as they came of private clinics with high quality medical to Locarno 1925 for a Peace conference in which the First services are attracting a well-heeled international World War Western European Allied powers and the new clientele seeking for places where Swiss discretion states of Central and Eastern Europe sought to secure the is paramount. On closer scrutiny, however, post-war territorial settlement, and return normalizing Ticino turns out to be a complex economic area, relations with defeated Germany. These two spirits – from restricted by its geography, subject to structural Monte Verità and Locarno 1925 – are still specifically changes with the experience that having a “nice named by Ticino`s politicians and used as golden thread place” is not enough. in pushing economy forward on an innovative way. Promoting Medical Wellness in the region, already at the millennium the mayor of Locarno called it “la visione del Although there is no shortage of literature regarding luogo di benessere” (the vision of the place of wellbeing). the Swiss canton of Ticino, its mostly of folkloric nature In 2014 the destination Lake Maggiore and Valleys have to underline the nostalgic image and to attract mainly been awarded the “Wellness Destination” quality label tourist visitors; only very few remind the early beginnings by the Swiss Tourism Federation. Created in 2008, the of this part of Switzerland as the poorest canton. Ticino, Wellness Destination quality label, points out holiday places always occupied by some North Italian Rulers or different and holiday destinations with diverse high-quality wellness cantons of the Swiss Confederation, was originally created offers. by Napoleon in 1803 when the French Emperor redraw the European maps. It had turbulent periods until 1879 but the opening of the Gotthard Railway in 1882 led to the establishment of a sizeable tourist industry mostly catering to German-speakers. In the beginning of the twentieth century – at that time Ticino was still the poorest region of Switzerland – a colony of activists and dropouts settled at Monte Verità (Montain of truth) close to Ascona. They abhorred private property, practiced a rigid code of morality, strict vegetarianism and nudism and they rejected convention in marriage and dress, party politics and dogmas. It was a settlement that attracted internationally renowned revolutionaries, philosophers, writers, poets and artists. Conferences were hold covering many themes, including societies without nationalism, women’s rights, mystic freemasonry, and dance as art, ritual and religion. Many European anarchists moved to Ascona at the Lake Maggiore, attracting many others to the area. Artists and famous people came to see this hill included Hermann Hesse, Carl Jung, Erich Maria Remarque and later Berthold Brecht. “I am not sure if you know the landscape in www.horwathhtl.com Special Market Reports Issue 73 - Ticino, Switzerland Wellness as an active life philosophy rooms and suites the hotel offers the 2’000 sqm “Eden Roc Spa”, private beach and harbor as well as four excellent Like Hermann Hesse`s individual’s search for authenticity, restaurants which have in total 46 points Gault&Millau. self-knowledge and spirituality, visitors to Lake Maggiore «Il dolce far niente» is the slogan of „Villa Orselina’s“ and more than ever look for well-being, harmony for body and nothing else is meant as a spa in the truest sense of the soul and beauty for the eye: unique and exciting views word: relaxation for body, mind and spirit, coupled with from the thermal pools which are mirrored in the calm a healthy diet and physical activity. Throughout history, waters of the lake permit moments of purest relaxation. people have used thermal and mineral springs for bathing, The Termali Salini & Spa Lido Locarno, the public top healing, socializing, and spiritual reasons. Those traditions thermal baths and modern fitness facilities of some of the are the roots of today’s spa industry, and they continue renowned hotels as well as other structures supporting today. As consumers increasingly seek authentic, natural, sport and health, make this an ideal spot for an attractive and place-based experiences and expect results from their as well as healthy holiday. Some five star houses also offer spa-going, there is a resurgence of interest in thermal/ medicine, anti-aging and medical wellness. Citrus, figs, mineral springs around the world. Hermann Hesse`s palms, and pomegranates flourish in the mild climate individual’s search for authenticity, self-knowledge and here – even as snow-capped peaks beckon in the distance. spirituality is, exactly hundred years later followed by an In the towns on Lake Maggiore and Lake Lugano the feel ever-growing number of wellness-minded consumers. of Italy is unmistakable in the architecture, the piazzas, Hotels like the above mentioned in Locarno and Ascona and the passion for fine food, which spills over the Italian and “Principe Leopoldi” and “Villa Sasso” in Lugano or borders from the south, east, and west. It is consistent with the “Swiss Diamond Hotel” in Morcote are following these the vision of the place of well-being, peaceful, where reigns trends. a spirit of tolerance and mediation, which inspired the Locarno Peace Conference of 1925. The region is offering According to the 2014 Global Spa & Wellness Economy guests Wellness as an active life philosophy. Monitor, Spa & Wellness will continue to be a dynamic, high-growth industry as businesses innovate to meet Exclusive and gracious hotel estate global economic, travel, wellness, and lifestyle trends. There is a shift in consumer attitudes toward taking An unparalleled example and real pearl among Hotels in personal responsibility for individual health. Aging, the the region might be hotel “Castello del Sole”, a five stars rise in lifestyle diseases, and the failure of the conventional superior: a paradise of peace situated in a beautiful park medical system to pre-empt and treat chronic conditions of 110’000sqm with “Castello SPA & Beauty” (2500sqm), are driving many consumers toward wellness and private beach, putting green, and one of its restaurants, preventive services to maintain and improve their health. the gourmet restaurant “Locanda Barbarossa” has been Spa-going, along with other wellness activities, are no awarded 18 points by the prestigious Gault&Millau longer considered a luxury or the domain of the wealthy. Association and has one Michelin Star. The Hotel complex has own vineyards, 2 pavilions with deluxe rooms and 57 clinics without public mandate in private suites. A hotel rich in history: Built in 1532 by Francesco hand Orelli, “Castello del Sole” was used as a hideout by the followers of the new Protestant movement. In 1756 it Although, the Global Spa & Wellness Economy Monitor, was for the first time recorded as a “gem”, then in 1900 also mentions that Wellness travelers tend to be wealthier operated as a simple “Osteria”, inn with six guestrooms and more educated, their tourism spending is significantly and in subsequent years extended into an exclusive and higher than the average tourist, making them “well- gracious hotel estate. The characteristics of the once heeled” tourists. International wellness tourists spend 59% recognized “gem” have been maintained until today, more and domestic wellness tourists spend 159% more combining the charm of its past with modern comforts than the average tourist. As an ever-growing number and the luxurious splendor of the present. Two other of wellness-minded consumers are integrating healthy houses are “Eden Roc” and “Villa Orselina” The five-star habits and activities into their travels, partly to counter Hotel “Eden Roc” in Ascona stands out for its spaciousness a host of negative, travel related health impacts such as and unrivalled lakeside views. In addition to its 95 luxurious jet lag, poor sleep, and disruption of healthy eating and www.horwathhtl.com Special Market Reports Issue 73 - Ticino, Switzerland exercise. World wide the spa industry has been growing Sant’Anna Clinic, “the cradle of Ticino” by 7.7% annually, from $60 billion in 2007 to $94 billion in 2013. This industry is comprised of five interdependent “Are you expecting a child? Your body requires now special segments. The largest segment is spa facilities, estimated at attention” writes Ticino Health on its homepage, “you $74 billion in 2013, a 7.9% annual increase since 2007 to have access to everything from one source: competent $3.4 trillion worldwide in 2013. Of course several Investors advice for the planning of your health trip, individualized in Ticino jumped onto the bandwagon of Wellness and Spa offerings with a treatment plan, comprehensive and Medical Wellness and do not leave it to Wellness only. complementary services and personal assistance on site”. Around 57 different private clinics in Ticino are attracting No wondering that prominent mothers from all over the customers with medical and cosmetic techniques to world travel to Ticino.